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Package Types


There are three types of packaging – primary packaging, intermediate packaging and shipping containers. Those who handle the product along the way need different labeling and packaging than the final user. Regardless of package type, each must effectively meet all the communications requirements for the packaging level it represents. Keep in mind that packaging is developed to reflect the brand identity and to reinforce the brand promises. Each packaging level potentially functions as a unit of sale. Consistent adherence to the identity standards is vital. Specific information on each packaging type appears on this site, but also depends upon the country or region in which it will be sold.

For information on applying the different elements (e.g., typography, imagery, logo usage), see the Package Components section of this Web site.

Packeging and Labeling: Image 1

Primary Packaging

Primary packaging contains the smallest quantity of a product for final sale or use. Whether intended for a consumer or another business, a product is packed for sale in a quantity considered the right amount for the average target-market user. The packaging that contains it should make the experience of purchasing and using the product as beneficial as possible.

Packaging and Labeling: Image 2

Intermediate Packaging

Intermediate packaging is unpacked from shipping containers to break the product into smaller bulk quantities or kits. Since not all products use intermediate packaging, use the following factors to determine when intermediate packaging is needed: How the product will be distributed. How the product will be merchandised. Whether the finished products will be sold in kits. For information on applying the different elements (e.g., typography, imagery, logo usage), see the Package Components section of this Web site.

Shipping Containers

Shipping containers are the outer level of packaging. Generally, other packages are shipped within them, and they are designed to withstand normal transportation stresses. But in the case of drums and several other business-to-business products, the shipping container is the final package. Examples of shipping containers include corrugated boxes, pails, totes and drums.

Packaging and Labeling: Image 3

For the most recent Global Shipping Container Labeling Standards see the Package Shipper Labels section of this Web site.

For information on applying the different elements (e.g., typography, imagery, logo usage) see the Package Components section of this Web site.